The purpose of this paper is to identify and critically evaluate the main characteristic of the smart tv from a marketing perspective.
Main Brand : Samsung
Competitive Brands : LG and Sony
Define what is Marketing design and innovation separately
Show how the product existed 2000 to 3000 years ago – example below
Start at the alteration /development of the product at the point of being innovative
Around 2500 B.C. Minoan women on the island of Crete wore a bra like garment that lift their breast. At about 450 to 285 BC Roman and Greek women used a band strapped around the breast in order to reduce the bust size. At this point the strap would be considered an invention for there was no commercial exploitation of the band. Most women developed one at home for personal use. Trott, (2008) states that a new idea (conception) is not an innovation but when the idea is converted to a physical artefact (prototype) it becomes an invention.
In the 1850 the corset was developed made from steel so that women would not have thick waists. This was the dominant undergarment for the next 350 years. These were manufactured by many small artisans throughout Europe. The steel made their waist smaller but in fact it was a torture to wear one because of the pain it caused. Many of the artisans had their own design, an early form of differentiation and so there was commercial exploitation. The corset was ‘commercially exploited’ and would be considered an innovation. Trott (2008) opines that innovation is the management of all activities involve in the process of idea generation, technology development, manufacturing and marketing of a new product for commercial exploitation.
The use Trotts defination of Marketing Design and Innovation
Minimum of 30 theories
Introduce your product
How does the product inspire you – Use Theory on inspiration
Explain how the product influnced you – Use theory
Development of product over time – Use of timeline
Identify changing needs – Market demands , generation , change each generation how has the characteristic change
Characteristics have altered over time in order to suit changing need
Innovation –
–Disruptive/incremental
–Types of innovation
•Organisational characteristics that facilitate the innovation process
•Factors that contribute to success or failure of innovative projects
•In 1893 Mary Tucek patented the Breast Supporter. The design included separate pockets for each mammary gland, shoulder straps and hook and eyes. This design allowed the bra to be fitted from the front and hook at the back rather than pulled over the head. This bra became the fore runner of the modern bra. Even though the breasts were not symmetry, the gestalt rules of symmetry construction were observed where each cup was of equal size. (www.public.asu.edu.) The hook and eye became part of the “systemic innovation which made sense only in conjunction with other innovations” (Von Stamm 2008 pg426) like the bra; previously there was “autonomous innovation where the bra was developed independently” (Von Stamm 2008 pg426).
Survial Market / Frontier Market / Emerging Market
Use of a position Map – Samsung , LG , Sony – Where does your brand fall
Competitive Advantage – Strenght and Weakness of the brand
Segmentation
Marketing Models used by Samsung
Patents and Trademarks
Analysis on Colour used – Pimk Market (Shape, colour, design, imagination, relevance, usefulness
Design of the product
Brand Strategy , Brand Appeal , Brand Awareness .
Customer Service
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